This is the first customer spotlight in the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.
Brazilian airline Gol Linhas Aéreas had a goal to increase ticket sales by engaging the country’s thriving online market of 100 million people. Along with their agency, AlmapBBDO, they recognized they needed a better understanding of how their digital ads were reaching and influencing potential fliers across channels. Using the DoubleClick Digital Marketing platform, they were able to integrate workflows, create targeted messages, and measure the overall impact of their campaigns, resulting in a 56% increase in Gol’s sales.
In order to reach more travelers and increase ticket sales for Gol, the team was looking to gain a unified view of its marketing and customers. They began using the DoubleClick Digital Marketing platform to bring all of their digital efforts together. "Before the arrival of DoubleClick, we had to implement everything from zero. We never had a single vision of the campaign," says Ana Cester, Almap’s Director of Insights and Analytics. DoubleClick gave them that single vision by integrating their workflows and insights across the creation, execution, and measurement of their campaigns for search, programmatic and reservations display, and rich media.
And with fresh, cross-channel data in one place, Almap and Gol began digging into the powerful DoubleClick attribution tools. With a better understanding of the customer journey, and which channels were driving conversions, the team was able to make more strategic decisions about where to spend its digital marketing dollars.
Since adopting the DoubleClick Digital Marketing platform, Gol’s sales increased by 56% from the previous year, and the company doubled its ad spend return.
To learn more about the team's approach and results, watch the video below and check out the full case study here.
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